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Poppi founders launch Jetty hydration drinks at Whole Foods, Target, Amazon
CNBC said Poppi founders Allison and Stephen Ellsworth launched self-funded hydration brand Jetty on Monday at Whole Foods, Target and Amazon, positioning it against Gatorade.
- New headline Was: “Poppi founders are going after PepsiCo's Gatorade with new beverage startup Jetty”
- Our desk filed its story
Allison and Stephen Ellsworth, who built soda brand Poppi before PepsiCo bought it, are launching Jetty, a hydration drink and powder line that CNBC said reaches Whole Foods shelves and Target and Amazon websites starting Monday1.
CNBC said the couple is self-funding Jetty with $2.5 million after PepsiCo acquired Poppi for $1.95 billion in 20251. PepsiCo owns Gatorade, which the report said holds about 60% of the U.S. sports-drink market, citing Numerator1. Allison Ellsworth remains an advisor to Poppi but is no longer in day-to-day operations, she told CNBC; Stephen Ellsworth is Jetty's CEO1.
Jetty is aimed at everyday hydration rather than post-workout sports drinks, CNBC reported1. "No one has really created a product for just everyday hydration — literally everyday hydration for normal people," Allison Ellsworth told CNBC1. She said the core audience is millennial moms and Gen Z1.
The line launches in five flavors in 15.2-ounce bottles and 15-gram packets, each with 100 milligrams of sodium, 310 milligrams of potassium and 100 milligrams of magnesium, plus B vitamins, 3 grams of fiber and 6 grams of sugar, according to CNBC1. The founders said it does not use artificial sweeteners or dyes1.
CNBC, citing SPINS, said dollar sales of hydration and electrolyte products rose 20% to $2.6 billion in the 52 weeks ended Oct. 4, while new items in the category with at least $10,000 in annual sales rose 41% over two years1. It said unit sales of sports drinks fell 9.1% from 2022 to 2026, per Numerator, as powders grew faster1.
The report said PepsiCo in April overhauled Gatorade marketing toward more everyday occasions and is phasing out artificial colors and promoting lower-sugar versions1. CNBC also cited Kraft Heinz electrolyte products and Electrolit at Keurig Dr Pepper as rivals1. CNBC did not quote a PepsiCo response to Jetty1.
CNBC said a PepsiCo filing in October put the fair value of potential extra payments to Poppi's prior owners at $12 million, versus up to $300 million if targets were hit by the third quarter of 2027; the Ellsworths declined to comment on that filing1. Poppi earlier paid $8.9 million to settle litigation over "gut healthy" claims, CNBC said; Ellsworth said three sets of lawyers signed off on Jetty packaging1.
The founders told CNBC they will likely raise money in 2027 and prefer smaller checks from investors who can open celebrity access rather than a large traditional venture round1.
